The Kidney Pass

Last year Way Out West, one of the Nordics’ biggest music festivals, sold out early. FOMO kicked in and people said, “I’d give my kidney for a ticket.” Meanwhile Sweden’s health authorities saw a drop in sign-ups to the organ donation registry. So we turned the phrase into action: The Kidney Pass. Fans without tickets were redirected to the registry. By signing up and sharing confirmation, they got the chance to score a 3-day pass. In just days over 2,000 new registrations followed, a 568% increase on day one, as the campaign spread globally and raised vital awareness for organ donation.